Zhonghua: What a great benefit to communicate - a 10-year warranty for a car. Half of the battle has already been won. Just deliver the message to the consumer. I feel the TVC lacks originality and the last thing I would use is a clock as a visual device.
Tempo: For such a low-involvement product I truly enjoyed this commercial. Effective dramatisation of the product benefit and, to top it off, good production quality. Not sure about the need for the product window.
Hong Thai: Competent through-the-line advertising, stuff that we are paid to do. The TV and print ad are okay, but the outdoor advertising could have been better.
Cerebos: Only a few products can take a heritage angle. Brand's is one of them. The TVC failed to make an impact on me, despite the fact I was once a consumer of Brand's. The product has been around for 100 years; surely it deserves something more.
Papyrus: Interesting idea for a generic benefit. Now I know what happened to all the presents that I have given out over the years. It made me laugh. Out of the three, 'Roadside' is by far the strongest.
1. HANG SENG
Campaign: 'Spending Stimulation' programme
Brief: appeal to younger, trendy consumers
Client: Hang Seng Bank
Agency: Leo Burnett Hong Kong
Creative directors: Eddie Booth, Brian Ma, Miranda Shing
Copywriter: Alfred Wong
Art director: Katie Ng
Production house: Green Spot
2. ZHONGHUA
Campaign: launch of Zhonghua Zunchi Car
Brief: promote the 10 year/200,000 kilometers guarantee
Client: Shenyang Brilliance Jinbei Automobile
Agency: Lowe China
Creative director: Allan Dai
Associate creative director: Raffel Zhou
Art directors: Michael Ma, Tao Liang
Copywriter: Sharon Xu
Production house: Possible International Film Productions
3. TEMPO
Campaign: 'Hygiene'
Brief : introduce the benefit of hygiene via 'wet strength'
Client: Procter & Gamble Hong Kong
Agency: Publicis Hong Kong
Executive creative director: Shaun Branagan
Creative director: Jonathan Lee
Copywriters: Jonathan Lee, Daisy Lau
Art director: Alan Law
Production house: The Film Factory - Chow Kam Wing
4. HONG THAI
Campaign: 'Wonderful World'
Brief : revitalise the brand image
Client: Hong Thai Travel
Agency: MK2 Communications
Creative directors: Kasey Lin, Chau Sai Ming
Copywriter: Chris Chan
Art director: Kong Siu Lan
Production house: Smoke Film
5. CEREBOS
Campaign: '100 Points Mum'
Brief: reposition Brand's Essence of Chicken as an enabling supplement
of physical and mental energy
Client: Cerebos
Agency: Y&R Shanghai
Executive creative director: Tan Shen Guan
Senior copywriter: Jessica Ho
Production house: Perfect Life
6. PAPYRUS
Campaign: 'The Right Gift'
Brief: generate awareness for Papyrus' range of gifts
Client: Papyrus
Agency: TBWA\Hong Kong
Creative director: James Cheung
Copywriters: Rudi Leung, Malcolm Costain
Art directors: David Szabo, Darius Tang
Production house: The Kitchen (Ellis Lee)
Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters.
Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.